JD Powers' 9th annual "Avoider Study" is out, and has some interesting tidbits in it.
Quote:
The study ... now in its ninth year, examines the reasons consumers fail to consider—or avoid—particular models when shopping for a new vehicle.
It is based on responses from approximately 24,045 owners who registered a new vehicle in May 2011
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The most interesting thing to me is apparently fuel economy was the #1 influence on purchase decisions, above other factors like reliability, etc.
So looking at 3 of the most efficient models - Volt, Prius & Leaf:
- #1 stated reason for buying a Volt, Prius or Leaf: "gas mileage and environmental impact"
- #2 stated reason for buying a Volt: "the image the model portrays"
- #2 stated reason for buying a Prius: "reliability"
- #2 stated reason for buying a Leaf: "low maintenance costs"
But the fun part is where they look at reasons why people said they AVOIDED purchasing these models:
- Volt: purchase price
- Leaf and Prius: exterior styling
And also...
Quote:
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For the Volt and Leaf, a notable proportion of buyers cited the models’ small size as an avoidance reason. For the Prius, performance is a prominent reason for avoidance.
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Too bad the 1st generation Honda Insight isn't still for sale. It probably would have scored an avoidance hat-trick: price, styling and performance!
Full article:
2012 Avoider Study | JDPower.com